Mother Named Creative Agency for Weetabix

​Mother has been appointed as the creative agency for Weetabix, the UK's best-selling cereal brand.

The appointment follows a successful first year working with Weetabix Food Company on sister brand Alpen, where Mother's campaign introduced Ralph – a loveable retired cereal mascot – and helped drive growth for the muesli category.

Weetabix appointed Mother after the agency completed an initial project. The agency will begin work in January 2026, with the first campaign activity launching in spring.

The scope of the partnership will see Mother evolve Weetabix's existing Discovery campaign and amplify the brand's All Stars activity.

​BBH was a core part of the Weetabix family for 14 years - delivering campaigns that have helped to fuel Weetabix’s growth, from 'Fuel for Big Days' to bringing back 'Have You Had Your Weetabix?' and most recently 'Building Britain Bix by Bix.'

​Francesca Theokli, marketing and new product development director at Weetabix, said, "Having made iconic work with BBH, we’re eternally grateful to the talented people behind it. When your muesli brand's first mascot in decades becomes a category-reviving cultural moment, you pay attention. Mother brought Ralph to life for Alpen with the kind of bold, joyful creativity that reminded the whole category what breakfast advertising could be. We're excited to see that same Mother energy applied to Weetabix's next chapter."

​Katie Elliott, managing director at Mother, said, "Weetabix is one of those rare British brands that genuinely means something to most of us. It's been part of the nation's mornings for generations; that kind of cultural weight is a gift for any creative partner. We can't wait to tuck in with Fran and the team."

​Karen Martin, CEO of BBH said, "We are incredibly proud of the partnership we’ve shared with Weetabix over the last 14 years. Together, we proved the commercial power of creativity and revived one of the nation's most loved brands. It’s been a fantastic journey, we’ll remain great friends and we wish them all the absolute best.”